Study Reveals High Impact Digital Ad Units Are More Effective at Driving Brand Recall, Are More Likeable, and Are More Likely to Be Shared Than Standard Display Ads

NEW YORK, NY--(Marketwired - Jan 29, 2014) - Undertone, a leader in creating cross-screen digital advertising solutions for brands, has released the findings of a major research study exploring the role different types of high impact digital ad units play in driving key brand metrics. Conducted by Ipsos ASI, the study measured the effectiveness of standard display ads against three specific types of high impact digital units:

Full-screen takeover ads were 78% more likely than standard display to make consumers want to learn more about a product/brand.

Large-canvas display ads were 41% more likely to be found enjoyable than standard display.

High Impact ads were more likely to drive social sharing and consumer actions beyond the ad click.

Full-screen takeover ads were 61% more likely to be shared on social networks and 58% more likely to elicit personal recommendations than standard display.

Large-canvas display ads were more effective at driving personal recommendations than social network sharing or consumer shopping behaviors -- 49% more likely to drive personal recommendations than standard display ads.

"Previous data has revealed that high impact ads outperform standard display against metrics like click-through rate and engagement, but to date there has been limited data revealing the branding, emotive and social impact of these larger-canvas, more immersive units," commented Eric Franchi, Co-Founder and Chief Evangelist, Undertone. "This study conclusively proves the efficacy of these units against a broad range of metrics that are highly valuable for brands. The findings are particularly timely as marketers are increasingly starting to weigh the benefits of extending high impact buys across smartphones and tablets as part of integrated brand campaigns."

About UndertoneUndertone is a digital advertising company that sits at the intersection of media, creative and technology. We develop immersive video, high impact and display ad units that enable brands to engage consumers beyond the confines of traditional banner ads. Through our technology platforms, we deliver these ads across screens and devices on a handpicked portfolio of the world's best media properties. Find out more at www.undertone.com.